Review strategies-for-effective-facebook-wall-posts retail

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  • 1. DATA REPORTA STATISTICAL REVIEWFOR THE RETAIL INDUSTRY:STRATEGIES FOR EFFECTIVEFACEBOOK WALL POSTS
  • 2. Table of ContentsI Introduction and Methodology…Page 3II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7VI Retailer Ideal Post Length: Keep Posts Concise…Page 8VII Retail Post Content: Ask Questions to Get Customers Talking…Page 9VIII Retail Post Structure: Use Fill in the Blank Posts…Page 10IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase Fan Engagement…Page 11X Coupon Offers: Don’t Make Customers Do the Math…Page 12XI Retail Post Attachments: Keep Posts Simple…Page 13XII Conclusion…Page 14XII Appendix: Study Perimeters…Page 14 www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential
  • 3. IntroductionThis statistical review, powered by Buddy Media, is designed specifically to help retail brands lead,maximize and leverage their Facebook presences to connect with consumers. This study tracks the keyvariables that influence the performance of retail brand Posts. In particular, we focus on the two variables ofmost concern to retail brands:  WHEN retailers should post, and  WHAT content to post.The findings highlight key strategies retail brands can implement when posting to their Walls in order to stayon the top of the Facebook News Feed, such as when to post, how frequently to post and how best toincorporate attachments.The data and Post strategies in this statistical review are specific to the retail industry.MethodologyBuddy Media analyzed user engagement of Facebook Wall Posts from nearly 100 of the world’s largest andmost prestigous retail brands during a six month period from January 1 through June 30, 2011. Three primarysuccess metrics were reviewed in relation to retail brand Wall Posts.Success Metrics:  ‘Like’ Rate: number of ‘likes’ as a percentage of fan base  Comment Rate: number of Comments as a percentage of fan base  Engagement Rate: a combination of the above factoring in fan base size www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 3
  • 4. Best Time to Post for Retail Industry:Post When Customers are Listening INBOX INBOXAn overwhelming majority of retail brand Posts (89%) are published at times when users are traditionally themost “busy” – between 8 AM and 7 PM (ET). During “non-busy” hours though, Facebook fans likely have moretime to focus on brands’ status updates, which may be why the data shows fans are 20% more likely to engagewith retail brand Posts made between 8 PM and 7 AM. INBOXTo generate increased ‘likes’ and Comments, retail brands should post when fans are listening most, during“non-busy” hours. Use a publisher tool to schedule retail brand Posts to automatically post outside of workhours, between 8 PM and 7 AM. Posts made between 8 PM and 7 AM receive 20% more user engagement. Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM) www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 4
  • 5. Best Day to Post for Retail Industry:Post When Customers are EngagedOur data reveals that Facebook user engagement varies over the course of a week – and that the retail industryis not keeping pace with their fans’ Facebook preferences. While retail brands tend to post on Facebookevenly throughout the work week and less frequently on the weekend, user engagement with Posts spikes onWednesdays and Sundays. Automo&ve  The data reveals that, overall, Wednesday is the best day for retail brands to post on Facebook, while Friday isthe worst day. On “hump day,” fans engage with Facebook Post content 8% above25% 120% average. In addition, retail 100%fans tend to engage more with Posts made outside of traditional workdays. While posting on weekends may Engagement Rate Variance 80% 20%be challenging for brands not using a publisher tool, brands can leverage weekend Posts to connect with fans % of Brand Posts 60%when their competition is not. 40% 15% 20% 0% 10% -20% -40% 5% On Wednesdays, fan engagement is -60% -80% 8% above average. 0% ay ay y y y ay ay da da a sd id rd sd sd on n Fr tu ne Su e ur Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 5
  • 6. Retailer Daily Post Frequency:Limit Posts to Two a DayIt’s quality, not quantity, that counts when it comesto retail brand Wall Posts. Data indicates thatFacebook user engagement decreases as thefrequency of retail brand Posts increases during WED WEDa given day. WED WEDOverall, engagement rates are 40% higher whenthere are less than three Posts a day from a givenbrand. One or two retail brand Posts receive32% higher ‘like’ rates and 73% higherComment rates. Users tend to engage with oneor two Posts a day – so make less frequent, buthigher quality Posts.Retail brands should only consider postingfrequently during a given day if the Posts containexclusive content – for example, highlighting a salethat changes throughout the day. Posting one to two times per day produces 40% higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 6
  • 7. Retailer Weekly Post Frequency:Don’t Exceed Four Posts a Week WED SUN MON TUES WED THURS FRI SAT SUN SATAgain, it’s quality, not quantity, that counts when it comes to retail brand Posts. The data indicates thatFacebook user engagement decreases drastically as the frequency of retail brand Posts increases duringa given week.Achieve maximum user engagement by not overcrowding users’ News Feeds with too many Posts during theweek. Posting one to four times produces 71% higher user engagement than five or more Posts in a givenweek for retail brands. Posting one to four times per week produces 71% higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 7
  • 8. Retailer Ideal Post Length:Keep Posts ConciseOur research shows that there is a strong negativecorrelation between Post length and engagement forthe retail industry – the longer the Post length, the lessengaging fans find it. When posting, don’t overwrite – S.S. SHORT POSTconcise copy increases readablity and consumption.Retail brand Wall Posts less than 80 characters in VOYAGE ON THE SEA OF STlength receive 66% higher engagement than longer PO ENGAGEMENT NGPosts. Very concise Posts – those between one and LO S.40 characters – generate highest engagement. Only 5% S.of all retail brand Wall Posts are less than 40 charactersin length, even though these receive 86% higherfan engagement. Posts with 80 characters or less receive 66% higher engagement. 81+ Characters 1-80 Characters www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 8
  • 9. Retail Post Content:Ask Questions to GetCustomers TalkingTo begin a dialogue with fans, ask questions. Although retail brand Wall Posts containing questions receiveslightly lower overall user engagement (‘likes’ and Comments), this type of Post generates more than double theamount of Comments as “non-question” Posts. Retail brands looking to get fans talking (i.e., increase their PostComment rates) should use “question” Posts.To drive Comments, ask a direct question and ask for the response. Ask fans to “post,” “comment” or “tell” yousomething – fans will listen and respond by commenting. Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts. “Non-Question” Post “Question” Post www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 9
  • 10. Retail Post Structure:Use Fill in the Blank Posts MONEYOne of the most underutilized Posttechniques is one of the most engaging. SUVsData shows that retail brand Posts SALESemploying the fill in the blankstrategy generate Comment GAMESrates nine times higher than I LIKE _______.other Post strategies. The data MOVIESsupports that this is a proven COUPONSstrategy unique to the retail industry,yet less than 1% of retail brands are REBATES COMPUTERSutilizing this tactic. RECIPES Fill in the blank Posts receive 9 times more Comments than other Posts. Non Fill in the Blank Post Fill in the Blank Post www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 10
  • 11. Consumer Offer-Related Keywords:Offer “$ OFF” and Coupons toIncrease Fan EngagementWhen it comes to deals, fans look for a straightforward offer. The top ten sales keywords were analyzed todetermine which receive the most user engagement. The data indicates that retail brand Posts containing thesales keywords “$ off” and “coupon” receive the highest fan engagement.Retail brand Posts containing “$ off” receive a 55% higher user engagement rate, followed by Posts containingthe word “coupon,” which is 39% above the average. Popular sales keywords, such as “sale” and “% off,”receive the lowest fan engagement. FF Offer fans “$ off” and coupons. O $ N Posts containing these offer-related Automo&ve   PO keywords receive the COU 120% ER 25% NT highest engagement. 100% FF U O CO Engagement Rate Variance E 80% S 20% NC ENT DI RA % of Brand Posts 60% EA GEM CL 40% E NGA EAK P 15% GA IN R BA 20% VE SA AL 0% 10% DE -20% FF O % -40% 5% -60% SA LE -80% 0% ay ay y ay y ay y da da da sd id nd sd on ur rs Fr ne Su e u t Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 11
  • 12. Coupon Offers:Don’t Make Customers Do the Math As previously mentioned, fans engage $ OFF well with coupons. When offering OFFER coupons, don’t make fans do the math. $ OFF Our data indicates that “$ off” offers OFFER generate twice the engagement of “% off” offers for the retail industry. Even small “$ off” discounts – less than $10 – receive 17% higher engagement than “% off” promotions, showing that fans prefer tangible cash % OFF discounts, even if the actual dollar OFFER discount is small. % OFF Automo&ve   OFFER 120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts “$ OFF” offers receive 60% 40% 15% 20% 0% -20% twice the engagement 10% -40% 5% of “% OFF” offers. -60% -80% 0% ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W Engagement Rate Variance % of Brand Posts % off $ off www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 12
  • 13. Retail Post Attachments:Keep Posts SimpleWhile interesting content can be added to Wall Posts in the form of links, photos and videos, our data indicatesthat simple Posts achieve the most engagement for the retail industry. The two most effective types of retailbrand Posts contain a single photo attachment or use only words. Status-only Posts – Posts only containingwords – receive 94% higher engagement than average. Avoid more complicated Posts, such as those withattached links and thumbnail photos. POST TYPE ENGAGEMENT STATUS ONLY SINGLE PHOTO RECIPES ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL Avoid complicated Wall Posts. Status-only Posts receive 94 % higher than average engagement. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 13
  • 14. ConclusionFacebook is the leading platform for brands to connect to consumers. It is important for brands to shareeffective Facebook Wall Posts to maximize their marketing efforts and increase fan engagement.We hope this data is helpful for retail brands looking to lead, maximize and leverage their Facebook presence.Have questions?  Contact us at partner@buddymedia.com, or follow us on: facebook.com/buddymedia twitter.com/buddymedia buddymedia.comAppendix:Study Perimeters  For purposes of the study, the retail industry included clothing, fashion and general retail clients.  For benchmarking, the following industries were analyzed: Automotive, Business, Consumer Packaged Goods, Entertainment, Finance, Food & Beverage, Health & Beauty, Media, Non-Profit, Sports, Technology, Telecommunications and Travel & Leisure.  Posts on Pages with less than 100 fans were not included in the survey.  All Posts containing geo-targeting data or Posts not viewable in Facebook were removed.  Time-of-day and day-of-week analyses were based on when a Post was published, not when ‘likes’ and Comments accrued.  For the Post-length analysis, URLs were not included in Post character counts. www.buddymedia.com partner@buddymedia.com © 2011 Buddy Media Inc. Proprietary and Confidential 14